Zespri Kiwifruit targets back-to-school demand

Zespri is targeting the back-to-school season by positioning its kiwifruit as a nutritious and convenient snack option for families. Through its ‘Jam-Packed’ campaign, the company is providing retailers with merchandising tools to increase visibility and encourage consumer trial.

The back-to-school period serves as a significant growth driver for the category, with average weekly sales volumes increasing by 20 percent in the second half of the season compared to the first. The company notes that consumer interest is shifting toward nutrient-dense, ‘real food’ options as alternatives to highly processed snacks, a trend supported by the Dietary Guidelines for Americans.

Zespri SunGold Kiwifruit is being marketed as a versatile solution for various eating occasions, offering over 10 vitamins and minerals, including vitamin C, folate, and vitamin E.